ABOUT

In 2021, the US faced an unprecedented shortage in wings, meaning restaurants like Wingstop had a tough challenge in front of them: what do you do when you can't sell wings? People were experiencing low quality or no wings at all. Given America's preference for chicken breast, thighs were the one part of the supply not yet exhausted. Wingstop pivoted and launched Thighstop, a hack of the Wingstop brand. From pack design to communications across broadcast, video, influencers and retail, thighs became the order of the day.